ABSTRACT
Web and mobile advertisements—digital advertisements—are persuasive messages that identifiable sponsors pay to deliver via phones, tablets, laptops and similar technologies with screens. Web and mobile ads often must persuade the viewer to click or tap through to the sponsor's website. This can be done by using strategies such as listing benefits or creating an irresistible sense of mystery. The physical appearance of web and mobile ads, including restrictive character counts and image/video size restrictions, may be the most diverse and rapidly changing area of strategic communications. The impressive and growing diversity of web and mobile ad formats makes it difficult to specify standard content and organization. Landing pages can monitor the number of clickthroughs, thus supplying data that might help identify which digital ad format appeals to target audience. An increasing number of studies indicate the power of multimedia ads, particularly those with video. Web and mobile ad designers should be aware of the particular technical specifications for each platform.
